Full-Stack · Branding · Ads · CRM · Content
Ironclad Construction Group: From Google Sheets to a $5.7M Sales Machine
How ModFX Media became Ironclad's full outsourced marketing department — rebranding, website, Google Ads, Meta Ads, GoHighLevel CRM, and content — adding $2.5M in revenue and two new markets in 12 months.
15 → 95+
Monthly Leads (digital)
$400K → $1.8M
Pipeline Value (monthly)
3 → 5
Markets Served
$5.7M
Annual Revenue
A $3.2M residential construction company managing leads via text messages and a shared Google Sheet became a multi-market operation with a real sales infrastructure — adding $2.5M in revenue and expanding into 2 new markets in the first year.
Industry
General Contracting / Residential Construction
Location
Southeast US (Multi-Market)
Timeline
12 Months
Services
Branding, Website, Google Ads, Meta Ads, CRM, Content
The Challenge
Ironclad Construction Group was a growing, capable business doing $3.2M/year across three Southeast markets — but operating with zero marketing infrastructure. Leads were tracked in a shared Google Sheet. Follow-ups happened via text message. They had just hired their first dedicated marketing person but had no systems, no strategy, and no playbook to hand them.
The CEO had a clear goal: add $2M in revenue within 12 months and lay the foundation to scale into additional markets. What he needed wasn't just an ad agency — he needed an entire outsourced marketing department that could build the machine from scratch, then hand it off to his internal hire to run.
No CRM — leads managed via text message and a shared Google Sheet
No marketing systems, processes, or attribution tracking
Brand identity inconsistent across markets — no cohesive visual presence
Existing website had no portfolio, no conversion architecture, no city targeting
No paid media presence — growth entirely dependent on referrals
Internal marketing hire with no systems or strategy to execute against
The Solution
ModFX Media stepped in as Ironclad's fully outsourced marketing department — executing across every layer of the growth stack simultaneously.
This wasn't a campaign engagement. We built the brand, the website, the ad systems, the CRM, the content engine, and the internal training — then handed the keys to their team.
Full Brand Identity Rebuild
Redesigned Ironclad's visual identity from the ground up — new logo, colour system, typography, and brand guidelines that could scale consistently across all five markets. The rebrand immediately elevated perceived value and gave their marketing hire a clear visual language to work within.
New Website with Project Portfolio & Market Pages
Built a conversion-focused website featuring a full project portfolio gallery, service pages, and dedicated market-specific landing pages for each region they served. Every page was built to rank, convert, and demonstrate the quality of Ironclad's work.
Google Ads — Market-Specific Campaigns
Launched separate Google Ads campaigns per market targeting residential construction, custom home builds, additions, and renovations. Each campaign had dedicated landing pages with local project photos and market-specific social proof.
Meta Ads — Project Showcase & Retargeting
Built Meta campaigns using before/after project content and video walkthroughs to drive awareness among homeowners in each service area. Retargeting sequences kept Ironclad top of mind for high-intent prospects over a 30–90 day consideration window.
GoHighLevel CRM & Full Pipeline Architecture
Replaced the Google Sheet entirely. Built a custom GoHighLevel CRM with market-segmented pipelines, stage-based automation (acknowledgement, follow-up, proposal sent, contract signed), and lead source tracking — giving the team full visibility into every active opportunity.
Content Calendar & Internal Team Training
Developed a recurring content calendar of project showcase videos and progress updates. Trained their internal marketing hire on every system built — so the team could maintain, extend, and eventually own the infrastructure ModFX created.
The Results (12 Months)
| Metric | Before ModFX | After ModFX | Change |
|---|---|---|---|
| Monthly Leads (digital) | ~15 | 95+ | +533% |
| Cost Per Lead (blended)No prior attribution system in place | Unknown | $58 | Tracking built |
| Pipeline Value (monthly) | ~$400K | $1.8M | +350% |
| Annual Revenue | $3.2M | $5.7M | +78% |
| Markets Served | 3 | 5 | +2 New Markets |
* Pipeline value reflects active opportunities tracked in GoHighLevel across all markets.
Monthly Leads (digital)
Before
~15
After
95+
Cost Per Lead (blended)
No prior attribution system in place
Before
Unknown
After
$58
Pipeline Value (monthly)
Before
~$400K
After
$1.8M
Annual Revenue
Before
$3.2M
After
$5.7M
Markets Served
Before
3
After
5
+$2.5M
Revenue Added in Year 1
$3.2M → $5.7M
+350%
Monthly Pipeline Value
$400K → $1.8M
5
Markets Now Served
Expanded from 3 to 5
“Justin didn't just run our ads — he built the entire machine. CRM, automation, content, ads, website, everything. We went from managing leads on a Google Sheet to running a real sales operation. And we added $2.5M in revenue in the first year.”
Growing fast but running on spreadsheets and gut feel?
If your business has outgrown its marketing infrastructure — or never had one to begin with — we can build the full system from scratch. Brand, website, ads, CRM, content, and team training. One partner. One machine.
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